Transcript buzz marketing, guerilla marketing, product placement and branded

Alternative
Marketing
&
Media
Chapter 10
Chapter Objectives
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Alternative Media: buzz marketing,
guerilla marketing, product placement
and branded entertainment
Product placement VS. branded
entertainment
Conditions for successful guerilla
marketing
Integration of alternative marketing
methods
Alternative Media Programs
• Requires creativity and imagination
• Alternative media programs
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Buzz marketing
Guerilla marketing
Product placement
Lifestyle marketing
Buzz Marketing
• Word-of-mouth marketing
 Higher credibility
• Fast growth – now $1 billion
annually
• Methods of generating buzz
 Consumers who like a brand
 Sponsored consumers
 Company or agency generated buzz
Buzz Marketing Stages
Inoculation
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Incubation
Infection
Buzz marketing difficult during inoculation
stage
Must use brand ambassadors or customer
evangelists
True customer-generated buzz occurs after
awareness
Awareness generated through traditional
advertising
Guerilla Marketing
• Instant results
 unique, low-cost approaches
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Focus on region or area
Create excitement
Involve consumers
Generate buzz
Grassroots efforts
Alternative media
Experiential Marketing
Direct Marketing + Field Marketing + Sales Promotions
• Create a set of customer
experiences
• Concise Segmentation
• Direct marketing through
interactive connection
• Engage consumers
Product Placement and
Branded Entertainment
Goal is to increase brand awareness and liking
• Placements work best when logical fit
• Negative/positive scene impacts reaction
• Increase in placement budgets
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Perception of what others think is important to
consumers
Provides postpurchase reassurance
Product Placement
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“Advertainment”
Used since 1890s
Surge in 1982 – E.T. and Reese’s Pieces
Increased awareness
More positive attitude toward brand
No immediate impact on sales
Low cost per viewer
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Movies, DVD movie rental,
TV, Pay-per-view TV
Video Games
Product Placement
Nielsen Research
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“Emotionally engaging” TV shows recognized
by 43% more viewers
“Highly enjoyed programs” brand
recognition increased 29% compared to
21% for commercial spots
Positive brand feelings increased 85%
compared to 75% for commercial spots.
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Branded Entertainment
• Brand woven into the storyline
• Use increased sharply with reality shows
• Also found in novels, plays, songs, and
movies
Alternative Media Venues
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Cinema
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In-tunnel, subway •
Parking lot
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Airline in-flight
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Leaflets and
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brochures
Take-out menus •
Shopping bags
Clothing
Mall signs/Kiosks
Mobile phones
Video games
Escalators
Airlines
Cell Phone Ads
• Growing rapidly ~ $1.6B in 2013
• 1/3 open to mobile advertising
• Types of ads
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Small banner ads
Click-to-call advertising
Search ads
• Special apps for mobile phones
Video-Game Advertising
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In-game advertisements
Rotating in-game advertising
Interactive ads
Game-related Web sites
Advergames
Sponsored downloads
Video-Game Advertising
• $1 billion/year spent on in-game ads
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75% of online households - at least 1
hour/month playing online games
27% average 30 hours +
• Primary market - 7-34 yr old males
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Difficult to reach
Shooting games
• Fastest growing market - females
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Now 20% of market
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Cinema Advertising
• Ads prior to movie
• Captive audience
• Product Introduction Example
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Photosmart Premium Printer – HP
o Cinema center of integrated campaign
o 30-second spot in pre-feature program
o 17,300 theaters
o 2,600 plasma screens in lobbies
o Delivered 50,000 demonstrations
o Delivered 700,000 lobby impressions
Alternative Media
• Bus wrap created by Pink
Jacket Creative
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Billboards
Bus wraps
Street kiosks
• Objective –
• reach people during routine
moments
In-Store Marketing
• 70% of decisions made in store
• Point of purchase merchandising
• In-store atmospherics
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Sight, sound, and scent
• Video screens and TV monitors
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Customize messages
Specialized channels
o Wal-Mart
~130 million shoppers per week
Point-of-Purchase Displays
Last chance to reach buyer
• 70% of decisions are in store
• 50% of $$ spent at mass-merchandisers and
supermarkets is unplanned
• Average increase in sales is 9%
Half of POP displays not effective
• Half that are effective – 20% increase in
sales
Advertising Influence on Clothing
Purchases
60%
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10%
0%
Fig. 10-10
Source: Adapted from Amy Johannes, “Snap Decisions,” Promo, Vol. 18, No. 11 (October 2005), p. 16.
Measuring POP Effectiveness
For retailers
• Indicates time to withdraw or change
display
• Identify POP displays with largest impact
• Test market different displays
For manufacturers
• Data can improve quality of displays
• Strengthen relationships with retailers
Effective Point of Purchase Displays
• Integrate brand image, current ads and
promotions.
• Dramatic to get attention.
• Versatile - easily adapted by retailers.
• Re-usable and easy to assemble, stock.
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Brand Communities
• Demonstration of Brand loyalty,
devotion
• Symbolic meaning
• Interactions between brand and
consumer
• Shared values and experiences
• Cannot be created by brands itself
• Marketing can enhance community
experience
Enhancing a Brand Community
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Benefits to encourage new customers
Provide materials not available elsewhere .
Involve firm representatives in the groups.
Sponsor meetings and events.
Promote communications among members.
Build brand reputation.
Sponsored Consumers
Agent or advocate for a new brand
Apple, Sony, HP, etc.
Brand ambassadors or customer evangelists
•Individuals who already like brand
•Offer incentives in exchange for advocacy
•Selection based on
•Devotion to brand
•Low-cost marketing events
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